"I made what I wanted to wear"
"I made what I wanted to wear"
Rather than following the traditional model of designing purely around trends, Serena began by creating what she herself wanted to wear. “Maybe it’s my age,” she says, “but I like to chuck something on and go.” The brand was born from that instinct — a desire for pieces that offer both ease and elegance without compromise.
It all started with a pair of wide-legged trousers. Effortless, flattering, and endlessly adaptable, they became a foundation piece — one that could carry you from daily errands, work, and straight into the evening. That one style captured the essence of the brand: clothing designed to move with you, wherever the day takes you.
The founding principles are ease, comfort and versatility. She builds her collections around these three pillars combined with an incredible eye for cut and colour. The secret ingredient which underpins these principles is fabric: supple silks, sensuous velvets, crisp cottons and innovative eco plant fibre mixes.
Freedom and ease are at the heart of every collection, with a quiet confidence that speaks to modern female empowerment. When Serena says, “There’s no going back to tight jeans after this,” you believe her — because each piece is designed to liberate rather than restrict. She resists calling them “basics” — the word doesn’t quite fit. These are staples, yes, but ones that are elevated, refined, and quietly irresistible.
The brand is based just a stone’s throw from Serena’s home in West London, where every piece is designed by Serena and her small, close-knit team in our studio. While some styles are made right here in London, others are produced further afield with trusted partners who share our values.
Our collections are often shot in Serena’s house, a local studio, or on location around Notting Hill — always capturing the spirit of the brand’s surroundings. And, of course, Serena’s dogs often make a welcome appearance.
